UK lifestyle brand HYPE has teamed up environmental group Ecologi to play a part in cutting global greenhouse emissions.
The fashion label has partnered with the green group to offset its carbon footprint, with a promise that for every order taken one tree will be planted.
In the short time the two have worked together more than 18,500 trees have been planted.
HYPE is also working with its retail partners to raise awareness of the fashion industry’s environmental obligations.
The business, based in Blaby, just outside Leicester, has set a timescale to become fully sustainable by 2022, and has already moved over to fully recyclable packaging.
HYPE – which recently reported a rise in demand for loungewear from people wanting to dress comfortably at home in lockdown – has plans to move into new overseas territories in the coming months after earlier plans to move into China didn’t come off.
It was launched in 2011 by Bav Samani, Liam Green and Vin Patel, and sells clothes and accessories through its own website and other retailers’ sites and stores.
In recent years the business, which has 111 staff, has been recognised as one of Britain’s fastest growing private companies, making the Sunday Times Virgin Fast Track 100.
Global superstars that have sported the brand include Jay-Z, Cara Delevingne and Tom Hardy.
Turnover is around £13 million right now – on a par with last year – despite a year of on-off shop closures.
Its clothes and accessories are sold online and in more than 175 UK stockists and 27 territories worldwide.
Ecologi co-ordinates climate offset projects and tree planting around the world.
Bav Samani said: “We as a brand and team have been working on sustainability projects over the last five years.
“Seeing our ideas become a reality is such a humbling experience.
“HYPE have exciting developments that are due to announced over the next few months.”
